A couple weeks ago, after leaving work, I got a message from my boss that he needed a creative tagline for a Passover ad that we were running in a Jewish magazine promoting Aliyah, immigration to Israel.
I gave it a moment’s thought and put down pretty much the first thing that came to my head “It no longer takes 40 years to get to the promised land”. I sent it to him, with the feeling that he would surely respond that that concept was totally cliché and had been used like, a thousand times in past Nefesh B’Nefesh ads, and couldn’t I think of anything more original?
The slogan was turned into the following ad and Facebook creatives:
Granted, the creative director who produced them told me that a similar concept had been used in the past by El Al airlines. We couldn’t find reference to that campaign online, and anyway, I’m complimented to have hit upon a concept used to promote the a multi-million dollar company.
I learned a couple things from this campaign.
First, never discount an idea – often, your inner voice is a lot more critical than other people’s voices.
Second, you never know how quickly a good idea will come to you. Even a few seconds of thought might produce a winning idea – one that often stands out as the best even after you brainstorm a hundred other concepts.
It no longer takes 40 years to come up with a good campaign.
In fact, it never did.
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